Visibility creates revenue

How to optimally position your online shop

A professionally set-up online shop for vouchers, tickets or products alone is not enough – it must also be visible and easily reachable. Because only when your customers can find the shop quickly do clicks happen, and at best purchases. In this article we show you what optimal linking on your website achieves, which variants exist and how you can measurably increase your sales success.

Content at a glance

Why visibility is crucial

• Use impulses: Visitors on your website already have interest in your offering. With a well-visible shop button you make it easy for them to spontaneously purchase a voucher, a ticket or a product. A prominent link delivers clear purchase incentives.
• Direct revenue: The faster visitors can access the online shop, the higher the probability they will buy directly – without long searching or detours. A clear, easily reachable link reduces click-paths and increases conversion rates.
• Professional impression: A clear placement shows that selling vouchers, tickets and products is a fixed part of your offering.
• Visibility on all devices: Many surf today by mobile. If the link only exists in the desktop version, you miss valuable traffic. Pay attention to consistent integration – visualised, clickable, mobile-optimised.
• Use SEO advantages: Integrate terms like “voucher”, “ticket” or “shop” into your menu structure or appealing headlines – this sustainably increases search-engine findability.

Tips for optimal placement

Menu item in main navigation

A separate menu item such as “Vouchers”, “Tickets” or “Souvenirs” makes your offering visible anywhere and at any time – no matter which sub-page one is on. Visitors thus find the online shop with just one click.

References in offer descriptions

When you promote an event, an experience or a special offer on your website, supplement the text with a note such as:

“This experience can also be ordered as a voucher – click here”

In doing so you link specific content with a direct purchase incentive.

• Extra tip:
  Use clear calls-to-action like “Buy voucher now”, “Gift a voucher” or “Secure ticket”.

Eye-catchers / Icons

A visually strong icon or graphic element introduces the shop reference into the picture – ideal, for example, on the homepage or in sidebars. Such visual anchors significantly increase click- and conversion rates.

• Extra tip:
  Also at the end of each page it’s worth adding a note, for example with a link or button.

More visibility outside the website

• Newsletter: Regularly link your online shop in your newsletter.
• Social Media: Share offers or gift tips directly with a link to the shop.
• Google Business Profile & Co.: Add the shop link also in your Google Business Profile and on partner pages.

Extra tips by sector

• Hotels: Place the link to the voucher shop directly in the menu item for rooms & offers or on the booking confirmation page – so guests become aware of gifting options either before or after booking.
• Restaurants: Prominently position the note for the voucher shop near the menu or reservation area. Guests who are just reserving a table are especially receptive to additionally purchasing a voucher.
• Spas & Wellness: Highlight the shop in the wellness & day-spa section and combine it with images of treatments or day-spa offerings – thus the voucher is immediately linked with relaxation and indulgence.
• Museums & Cultural Venues: Place the ticket shop at the top of the homepage and also on the exhibition pages. Visitors who are interested in an event can buy tickets directly and easily.
• Transport companies, cruise lines & amusement parks: Add the shop in the sections for tickets & prices and opening times. Guests planning their arrival then also secure tickets or vouchers at the same time.
• Event organisers: Your events are your business – therefore place the ticket shop prominently on the homepage and in the main navigation, ideally even with an icon.
• Retail: Link the online shop with your product range – for example under products or gifts. Also include in the shopping cart or checkout area a note like: “Still looking for a gift? Discover our vouchers!” – so you reach customers right in the moment of purchase.

Conclusion

A well-thought-out and visible link is the backbone of successful online sales. If you make your e-guma shops (vouchers, tickets, products, events) easily reachable — via navigation, icons or contextual references — you increase both visitor numbers and revenue. Additionally you benefit from better SEO effects and reach your target audience on the move, mobile.

Give it a try: Review your website, identify places where potential customers encounter your offering – and link your e-guma online shop visibly and smartly!

• by Denise Meyer, Content Marketing Manager